Athletic giant Nike today further signaled that it’s not about to be left out of stories build around influencers. Following on the heels of signing Bella Hadid as a collaborative partner, the brand has tapped singer and dancer FKA Twigs as a creative director for its Zonal tights campaign. In many ways, she’s the perfect fit for Nike, combining as she does an edgy sound and looks as expressed through an athletic form of dance expression.
According to press, “FKA twigs has conceptualized, directed, performed and soundtracked a collection of work that sheds light on the power of modern movement and defines sport as an important channel of expression.”
The campaign includes a video featuring a new FKA Twigs song titled “Trust in Me,” a song she wrote before she was approached about the project.
In speaking on the project, FKA said, “When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves. I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It’s about how you train. It’s about how those things help your movement.”
Check out images of FKA Twigs as well as the individuals tapped to appear in the campaign below.